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MOS Textbook Notes
Chapter 1
Marketing Fundamentals
Target market
Product
Price
Distribution
Promotion
Types of Advertising
Public relations
o A launch event with the press
TV advertising
Print-based advertising
Online advertising
Point-of-sale material
The Essence of Marketing
Focusing on Customer Needs
Successful marketing programs focus on consumer needs and try to develop
programs that delight the consumer and encourage customer loyalty
Challenges:
o Consumers do not always know what they want
o Consumers do not always want to articulate their feelings
o Consumers are unable to communicate and rationalize their preferred
choices
Creating Customer Value
Creating customer value by:
o Pricing strategies
o Product design
o Service elements
Customer value is the unique combination of benefits received by targeted
buyers that includes quality, price, convenience, in-time delivery, and both
before-sale and after-sale service
Appealing to Target Markets
Target market is the specific group of existing and potential consumers to which
a marketer targets its marketing efforts
Coordinating the Marketing Mix
Marking mix are the 4 P’s – product, price, place, and promotion
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